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Usage of Private Label Brands Among Street Vendors in Thailand

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Jiaranai Chaiyakarn Zheng

    (Ubon Ratchathani University)

  • Randall Shannon

    (College of Management, Mahidol University (CMMU))

Abstract

Despite aggressive attempts to develop and market private label brands by retailers in Thailand, acceptance remains low. If used as an ingredient, private labels could be a lower cost alternative to national brands and the end user would likely never know the difference. This study explores usage of private label brands among street vendors in Bangkok, Thailand.

Suggested Citation

  • Jiaranai Chaiyakarn Zheng & Randall Shannon, 2018. "Usage of Private Label Brands Among Street Vendors in Thailand," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Alexander Chernev (ed.), Advances in National Brand and Private Label Marketing, pages 23-26, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-92084-9_4
    DOI: 10.1007/978-3-319-92084-9_4
    as

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